Grey Group’s latest ‘Eye on Australia’ research uncovers the new influence of advertising

| | No Comments

4 (1).jpgAdvertising is failing brands. The majority of Australians say there is too much advertising [79%]; most is forgettable [78%]; and nearly three-quarter say advertising cannot be trusted [73%].

These are the findings from the latest Eye on Australia research done by Grey Group Australia in partnership with Zing Insights, which examines the changing influence marketers and their communications have on people.

The national study found that brands are suffering as marketers struggle to adapt to the changing media landscape.

But on the bright side, brands are even more important today than ever before; with 73% of Australians who think brands are important as they help us to make judgment about quality. But more than half of Australians [53%] are not loyal to any brand; whilst 40% feel brands are all similar, and cannot be trusted.

Says Danish Chan, national planning director at Grey Group Australia: “Technology has changed the way Australians consume media and run their lives. Continuously connected and always-on, Australians may be easier to reach but are tougher to influence.”

The ‘Eye On Australia: Helping Australians Fall Back in Love With Brands’ research found three opportunities for marketers to influence the decision-making process again. Everything from new ways to tell stories to shining a light on the power of social proof to the growing trend of ‘branding as service’.

Says Chan: “Advertising doesn’t work the way it used to. It can still be an engine of influence – but it needs to adapt.”

Discover the research and get access to industry specific data: http://www.eyeonaustralia.com.au/.

Engage with the discussion on social: #EyeOnAustralia